Creating Everyday Brand Identity Magic
When fashion brand Hemisphere asked us to help them create the visual identity for their new ‘every-day’ label, we couldn’t have been more inspired. having been big fans of the brand for years, we won the account after first meeting the owners and designers George and Harry as loyal customers.
Hemisphere is a mens label we worked with over a number of years including designing their brand identity and marketing collateral. Hemisphere had a design signature of formal lines with a creative accent. Their clothing ranges of jackets, shirts and pants were a favorite of designers, artists, actors and other male fashion leaders. The new range – to be called ‘Hemisphere Jeans’ – was a more casual, every-day collection of jeans, tees and knits aimed at the same set of customers. The new brand identity for Hemisphere Jeans needed to communicate the new more casual style brand proposition whilst visually retaining a link to the Hemisphere brand.
The design solution was created around the concept of everyday found objects which reflected the philosophy of the new range and became the key visual elements of the brand. We found a range of quirky every day objects that when photographed took-on a new sense of interest and special-ness. We overlaid the objects with a ‘makers mark’ visual element borrowed from the Hemisphere master brand identity to create a stylish, yet un-precious visual brand language with a smart, everyday street feel. We applied the new Hemisphere Jeans brand identity to a set of swing tags, postcards, business cards and the flagship store interior.
The sub-brand was successfully launched through Hemisphere’s retail stores, immediately being adopted by the existing customer market as well as introducing a new group of customers to the fashion brand.
Hemisphere founder Harry Golja’s confidence in appointing Truly Deeply to create his new brand identity was driven by the realization that: “… whenever we’ve had a successful piece of design whether that’s a promotional campaign or swing tag, our Hemisphere brand identity or shirt fabric designs, it’s always been created by these guys. Once we realized that, we couldn’t have anyone else work on the new Hemisphere Jeans brand identity design.”
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